Consumer Case Study

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Challenges

  • Information about target consumers was “sterile” – X% do this, Y% do that – but lacked depth of understanding on the consumer beliefs, values and ways to more effectively connect with the consumer
  • Opportunity existed across the organization to put the consumer front and center of business decisions made
  • Team consisted of many new and junior level marketers, so client wanted to provide opportunity for training, development and greater empowerment
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Objectives

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  • Develop a deep understanding of the beliefs, values and influencers that motivate target consumers in the category
  • Focus the organization on fulfilling consumer needs
  • Build the organization’s marketing skills
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How we did it

  • A team of skilled researchers, facilitators and creative talent lead the research
  • Designed a robust and custom hybrid methodology to dig deep into target consumers’ motivating values and beliefs relevant to supplements
  • Research uncovered and described a number of motivations for the category, and the underlying values and beliefs held by various segments
  • In addition to in-depth reporting, Team developed series of posters, a video and profiles for company newsletter describing each motivation and associated consumer groups. Infographics brought the information to life
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Results

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Insights informed future product development and communications strategies

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Organization rallied around their newly understood target consumers. Posters were visible on many office walls. Monthly company newsletter featured segment profiles

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Marketing skills developed “from the bottom up” vs. top down initiatives

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